Graduate finds her voice as a leader, strategist and advocate for sustainable marketing

Now a Master of Management graduate from Te Kunenga ki Pūrehuroa Massey University, she’s confident in her vision and her voice.

Agness had worked as a Financial Services Officer as part of a provincial management team in Zambia. After her contract ended in December 2022, she came to New Zealand to visit her sister. While here, she applied for a postgraduate programme through Massey University College, later transitioning into the full master’s programme.

She was drawn to Massey’s reputation for academic excellence and global recognition.

“One of my aspirations was to have an international qualification from a globally recognised university, and Massey was top of the list.”

Throughout the programme, Agness gained practical skills and strategic insight, particularly in the areas of marketing strategy, digital media and sustainable business. Essentials of Marketing, taught by Dr Loren Stangl, was a stand-out paper that deepened her understanding of consumer behaviour.

“Before I took the course, I didn’t know anything about consumer behaviour, but now I know the strategies I need to develop as a manager to foster customer loyalty and brand management,” she says.

She also credits papers like Market Strategy, Digital Marketing, and Interpersonal Communication at Work and Management for helping her apply theoretical frameworks to real-world situations. A highlight was learning how United Nations Sustainable Development Goal 12—Sustainable Consumption, relates to brand equity and marketing strategy.

Agness completed a research project that explored how companies can reduce the risk of greenwashing and instead build authentic, sustainable brand equity.

“Consumers are becoming more loyal to brands that truly value sustainable consumption. My research offered recommendations that marketing managers can use to navigate this space honestly.”

As a Massey Ambassador, she mentored fellow international students, helping them adapt to student life and overcome culture shock. She also found her leadership style through coordinating group work and taking initiative in class discussions and projects.

Like many international students, Agness faced homesickness in her first few months. She missed her family, but created a structure that balanced study time with staying connected to her roots. Cooking traditional meals and joining Auckland’s Zambian community helped her feel at home.

“Every October we go to a Zambian camp where we eat food and mingle with people from diverse backgrounds,” she says.

Now that she’s graduated, Agness hopes to work with one of the ‘Big Four’ worldwide accounting firms as a marketing manager or strategist. She’s also applying her skills locally, helping a member of her community build brand loyalty for their real estate business.

“I want to develop honest marketing strategies that support brand management, whether in an organisation or in my own business. I’ve learned that consumers are more likely to make repeat purchases from brands that are honest in their communication. That’s where I want to make a difference.”

Inspired by Agness’ story? Learn more about the Master of Management (Marketing) at Massey and take the first step toward becoming a future-focused, strategic leader.